Why marketing research must change: Rubinson issues call to insight action at ARF assembly
"We knew how to run projects. We know now to deal with suppliers, work within a budget, and stick to a timeline. And that's all still important. But none of it is at the center of a new value-creation model. We need to apply the emerging sciences of behavior… to find the big 'a-ha.' Doing a good show no longer is enough. You need to take a stand."
Joel Rubinson, who left his position as chief research officer of the Advertising Research Foundation...